oracle sales & marketing summit - e-commerce

1 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.

Oracle ATG

Nicola DonatielloCRM Principal Sales Consultant

Safe Harbor Statement

The following is intended to outline our general product

direction. It is intended for information purposes only, and may

not be incorporated into any contract. It is not a commitment to

deliver any material, code, or functionality, and should not be

relied upon in making purchasing decisions. The development,


release, and timing of any features or functionality described for

Oracle’s products remains at the sole discretion of Oracle.

Oracle ATG


Agenda

• Market Evolution

• What’s ATG

• Web Commerce


• Optimization Services

• Analyst Proof

• Architecture Pitch

Agenda


• What’s ATG

• Web Commerce



• Analyst Proof


Rapidly Changing Environment


Connected

Social

Informed

Shops Anywhere

Multi Device

Introducing Channels, Brands and Countries

Customer-centric

Unified cross-channel selling

Advanced UIs, richmedia

Composite apps, SaaS

Context-aware computing

ConsumerPower

Infrastructure Potential

Business Change

Today’s Shopping Journey Has Many Touchpoints

CRM Is Not Well Leveraged

Web

Paper Media (Catalog)

Contact Center

Email

BrowseCatalog

Search ProductInfo

Chat

BuyOnline

EmailConfirmation

Call for Accessory

Information

Follow onPurchase


Email

Social

Mobile

In-Store

Check Reviews

Save to Wishlist

In-StoreDemo

Confirmation

In-StorePickup

Tweet

Review & Like

Check DeliveryStatus

Research Shop Buy Pickup Service

Competitive Price Comparison

Agenda


• What’s ATG

• Web Commerce



• Analyst Proof


Fu

nct

ion

al C

om

po

ne

nts

Orc

he

stra

tio

nE

xp

eri

en

ce

Customer Engagement Platform

Customer Experience

Process Orchestration

Fu

nct

ion

al C

om

po

ne

nts

Da

ta M

an

ag

em

en

t

Data Management

Functional Components

Fu

nct

ion

al C

om

po

ne

nts

Orc

he

stra

tio

nE

xp

eri

en

ce

Customer Engagement Platform

Tim

e D

ecis

ionin

gT

ime D

ecis

ionin

gCustomer-Facing Channels

UI / PortalFrameworkUI / PortalFramework

Web ApplicationDesign

Web ApplicationDesign

Security

| Pro

cess M

anagem

ent | In

tellig

ence

Security

| Pro

cess M

anagem

ent | In

tellig

ence

On-lineOn-lineOff-lineOff-line

Self ServiceSelf ServiceCommerceCommerce

ContentContent

SentimentSentiment KnowledgeKnowledge

ExperienceDesign

ExperienceDesign

Da

ta M

an

ag

em

en

tF

un

ctio

na

l Co

mp

on

en

ts

Data

Adaptive, R

eal-T

ime D

ecis

ionin

gA

daptive, R

eal-T

ime D

ecis

ionin

g

IndustryApplications

IndustryApplications

eBusinessApplicationseBusiness

ApplicationsCRM

ApplicationsCRM

ApplicationsOther

ApplicationsOther

Applications

Security

| Pro

cess M

anagem

ent | In

tellig

ence

Security

| Pro

cess M

anagem

ent | In

tellig

enceData

StorageData

Storage

DataManagement

DataManagement

Orc

he

stra

tio

nE

xp

eri

en

ce

Web Experience ManagementWeb Experience Management

Fu

nct

ion

al C

om

po

ne

nts

Customer Engagement Platform > ATG

Real T

ime D

ecis

ionin

g P

latf

orm

(R

TD

)

Off-line Email Mobile Web Kiosk POS Bar-Scan TabletCall Center

Consumer-Facing Channels (Oracle | Custom | 3rd Party)

InQuira ATG Optimization

Live Help

RecommendationPersonalization

ATG CommerceM / Searchandizing

Pro

cesses (

BP

M)

Security

(ID

M)

ATG Artefacts Other Artefacts

eCommerce / Self Service

Portal Framework

ADF

JDev

Collab

JSP

Eclipse

SocialeBilling

Other

Knowledge

Social

Mobile

ECMContent

SearchGadgets

Social Media

Connect

Fatwire Endeca

Rightnow

Self Service

Cart

Other

Da

ta M

an

ag

em

en

t

OLTPSiebelOLTP

Product & Customer HUB

Product & Customer HUB

DWH &Other Sources

DWH &Other Sources

Other AppsOLTP

Other AppsOLTP

“Big Data”

EBS

Fu

nct

ion

al C

om

po

ne

nts

Master Data Management (MDM)

Real T

ime D

ecis

ionin

g P

latf

orm

(R

TD

)

B I P

latf

orm

(

OB

I-E

E)

RecommendationPersonalization

Pro

cesses (

BP

M)

Siebel CRMMarketing Loyalty Service Sales

Other AppsIndustry...

Other ApplicationsCustom 3rd Party

E-Business SuiteFinance Orders

Coherence (Option)

various adaptors

CommunityListen Community

Key

Oracle ProductsOracle Products

Partner / 3rd PartyPartner / 3rd Party

Recently AcquiredRecently Acquired

Oracle ATG Web Commerce SuiteOracle SaaS Services

For any website or commerce platform, ATG or otherwise

eMaileMailCallCall ChatChat

Bu

sin

ess

Ap

pli

cati

on

s

Live Help Recommendations

ProductsProducts

ATG Web Commerce

Co-browseCo-browse

Refe

ren

ce A

pp

licati

on

s

RE

ST

Web

Serv

ices

12 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. 12

Merchandising

Commerce Search

Business Intelligence

Commerce Service

Bu

sin

ess

Ap

pli

cati

on

s

Site ManagementCatalogs and Transactions

Personalization Engine

Co

mm

erc

e

Pla

tfo

rm

Experience Management

Refe

ren

ce A

pp

licati

on

s

RE

ST

Web

Serv

ices

Agenda


• What’s ATG

• Web Commerce



• Analyst Proof


Oracle ATG Web CommerceMarket-leading e-Commerce

Benefits

• Support variety of site types including B2C, B2B, mobile, brand & country

• Share infrastructure and content

• Increase conversions and loyalty

• Increase order sizes

• Re-capture lost sales


Key Features

• Core e-commerce capabilities including catalog

management, Pricing, promotions and order engines

• Coupons, discounts, gift certs, wish lists

• Abandoned cart recovery

• Payment and tax connectors

• Rule-based content targeting including personalized

recommendations, offers, information, cross-sells, up-

sells, promotions

Market-leading B2C e-commerce application – drives a relevant,

personalized shopping experience

Oracle ATG Web CommerceB2C Commerce Features


Benefits

� Increase conversions and loyalty with a personalized, consistent customer experience – present the right products to the right people at the right time

� Increase order sizes with personalized cross-sells/up-sells

� Re-capture lost sales via shopping cart abandonment tracking

Key Features

� Core e-commerce capabilities including rich media catalog

management

� Pricing and order engines

� Scheduled orders

� Coupons, discounts, gift certs, wish lists

� Product comparisons

� Dynamic search and navigation

� Abandoned cart recovery

� Payment and tax connectors

B2B e-commerce platform that inherits all of the best-of-breed

capabilities of ATG’s B2C e-commerce solution

Oracle ATG Web CommerceB2B Commerce Features


solution

Benefits

� Enable better collaborative e-commerce processesamong many selling partners, suppliers, and end business customers

� Leverage one common platform for multiple B2B and B2C customer segments that can scale to support expected growth

� Present personalized products, content and promotions to retail and business customer segments

Key Features

� Organizational hierarchies

� Contract-based pricing/product catalogs

� Purchase lists and order restriction

� Approval workflow

� Purchase orders and requisitions

� Line item independence: cost centers, multiple shipping/billing addresses

Oracle ATG Web CommerceCommerce Reference Store

Benefits

• Rapidly implement a best-in-class shopping site

• Reduce implementation costs

• Fully leverage ATG Personalization and Multi-Site capabilities


Key Features• Shopping cart, checkout process

• Manage catalog, pricing, promotions

• Shipping, tax and payment processing

• Multisite, multi-brand and international support

• Search Engine Optimization

• Personalized with sample segments and pages of targeted content

• Agent-assisted sales with integrated CSC and Click to Call

Oracle ATG Web Commerce MerchandisingMerchant Inspired, Multi-Site Management

Benefits

• Perform all essential web merchandising operations in single environment

• Dynamically manage all sites and the full customer experience

• Streamline common tasks and simplify promotions management

• Optimize search for merchandising


• Ensure proper review/approval processes

Key Features• Feature rich, multi-site catalog management

• Streamlined work environment with split-screens

• Pricing and promotion management

• Dynamic, in-context preview

• Faceted search management

• Best practices and custom workflows for content change review and approval process

• Support for multi-lingual catalogs

Multi-Site Commerce

Microsites

parent & child

Lance Nikestore,

NikeiD, NikelabI

Affiliated Sitessisters

turbotax.com &

quicken.com

ae.com, aerie.com

& 77kids.com

Country Stores

twins raised apart

kodak.fr,

kodak.uk,

kodak.caISephora.fr,

sephora.it,

sephora.plI

Unaffiliated Sitesin-laws

nike.com &

colehaan.com

ae.com &

martin+osa

Separate Sitesneighbors

ATG OnDemand

neimanmarcus.com

& juicycouture.com


SharedBrand

Merch instance

Codebase

Integrations

Profiles

Orders

Session

SeparateCatalog

Content

SeparateSession

Catalog

Content

SharedBrand

Merch instance

Codebase

Integrations

Profiles

Orders

sephora.plI

SharedBrand

Merch instance

Codebase

Profiles

SeparateIntegrations

Orders

Session

Catalog

Content

SharedMerch instance

Codebase

Integrations

SeparateBrand

Profiles

Orders

Session

Catalog

Content

sephora.com &

Sephora Int’lSeparate

Brand

Merch instance

Profiles

Orders

Session

Catalog

Content

SharedCodebase

Integrations

What Is Personalization?

Segmentation Products, Offers

CUSTOMERRules, Scenario

Engine, PredictiveAnalytics

CONTENTInteractions


Segmentation & Personas

Products, Offers& Information

The right content to the right people through

the right channel at the right time.

WebCenterContactCenter

In-Store CatalogDeviceMobileDevice

eMail Social

Personalization

Four Ways to Manage the Experience

Explicit Rule-Based Scenario Driven Implicit Rule-based Automated

Adaptive Scenario Engine

Basic Rules


Event-based


Dynamic Rules EnginePredictive Targeting Engine

Profile settings Customer “state” Session behavior Many data inputs


Account information

Segment

Personal preferences

Location

Language

Device

Event-based

Current state drives content

State based on activity hx

Pages clicked

Categories Viewed

Shopping cart contents

Web form entries

Search terms

Dozens of attributes including

Profile

Session

Behaviour and history

Oracle ATG Web Commerce SearchIntegrated Search, Personalization & Faceted Navigation

Benefits

• Quickly connect shoppers with the products they are looking for

• Enable business owners to optimize the presentation of search results

• Provide more accurate results with natural language processing


processing

• Offer shoppers multiple browsing and sorting options

Key Features

• Guided navigation with contextual facets

• Intuitive management UI with search test and inspection capabilities

• Type-ahead keyword search

• Natural language processing, including thesaurus

Oracle ATG Web Commerce Service CenterCommon View of Customers, Orders & Interactions

Benefits

• Deliver high quality service

• Increase conversions, order size, and customer retention

• Provide a consistent brand experience across self and assisted service channels


• Gain single view of customer

Key Features

• Order history, creation & modification

• Visibility of shopper’s active carts, gift & wish lists

• Personalized offer management

• Incident management in single environment

• Returns, exchanges, replacements & refund handling

• Customer profile management

• Set agent limits and approval workflows

Business User Management Console– all online store management applications integrated into one business-oriented user interface

Oracle ATG Web Commerce MerchandisingBusiness Control Center Features

26

business-oriented user interface

Benefits

� Empower marketers and merchandisers to directly manage all aspects of the e-commerce site, including catalogs, pricing, promotions, search facets, campaigns and reporting

� Enhance business agility, by giving business users the tools to quickly make their own updates, rather than relying on IT

� Inform your business users with the reporting tools that help them make business decisions with real time data

Key Features� Business-user-friendly UI

� Built to handle large product sets

� Single interface to manage:

� Merchandising activities

� Personalization

� User and customer segments

� Targeted content & Search

� Access to reporting/analytics activities

� Access to executive dashboards

Integrated datamart and reporting capabilities to monitor/analyze commerce and

customer care – Combines data from ATG product suite and other sources to give you

insight into your business

Oracle ATG Web Commerce Business Intelligence

27

insight into your business

Benefits� Easily monitor e-commerce results to speed and improve

decision-making

� Gain access to key business reports including total visits and total page views

� Empower business users with easy-to-use interface that supports ad-hoc queries and report creation

� Combine data from a wide range of applications, from ATG's e-commerce and service suite to third-party CRM, ERP or POS systems

Key Features

� Executive and department dashboard

� Configurable standard report formats

� Ad-hoc query and report building tools for customizing reports

� Web analytics tools report on site activity

� Business metrics include conversions, demographic data, customer search insights

Agenda


• What’s ATG

• Web Commerce



• Analyst Proof


Content Optimization

ATG Live Help OD Solution

Live Help Agent Console

Call Chat Email

Web SiteMobile Sites &

AppsE-Mail & Online

Marketing Channels

JavaScript API Email & Static Web LinksMobile API


Web-Based Services

Live Help Links, Routing, Queuing, Exit Surveys

Live Help Engagement & Analytics Engine

Live Help Reporting & Analytics

Live Help Account, Department, Agent Management

Live Help Agent Console

How Live Help Works

ATG Live Help


Online Visitor

Business Manager

ATG Live Help

Business Tools & Reporting

Customer Service Agent1 Business manager

decides where and when to offer reactive help

(persistent invitations) vs. proactive help (rules-

based invitations)

How Live Help Works

Intelligent engagement engine monitors live visitor behavior and

displays persistent and proactive live help

invitations based on rules and agent availability.

2


Online Visitor

Business Manager

ATG Live Help


Customer Service Agent

How Live Help WorksVisitor accepts invitation and is

connected with agent via live chat or voice (no

waiting).

3


Online Visitor

Business Manager

ATG Live Help



Visitor’s live Web context is passed to agent and

matched with existing CRM records, enabling agent to personalize interactions,

up-sell and cross-sell, and reduce handle times.

How Live Help Works4


CRMKM

Online Visitor

Business Manager

ATG Live Help


Customer DataBrowser Data


CRMKM

How Live Help Works

ATG Live HelpCustomer DataBrowser Data


Online Visitor

Business Manager

Agent uses suggested responses, page push and

co-browse to maximize sales opportunities and minimize handle times.

Business managers monitor live agent performance and

utilization.

5Business Tools &

Reporting


How Live Help Works


CRMKM

Online Visitor

Business Manager

ATG Live Help


Customer DataBrowser Data

Customer Service AgentTransaction data, web

session data and survey data are captured

dynamically to calculate revenue lift.

6

Oracle Recommendations On Demand

Online Merchandising - Optimized

Optimize cross-channel merchandising by predicting shoppers’ intent in each visit and

automatically recommending the most relevant, profitable products from your

online catalog.


online catalog.Benefits:

• Increases revenue-per-visitor by lifting conversion rates and average order size

• Lifts conversion rates 100-400% and average order values 10-40% when shoppers interact with recommended products

• Increase engagement and repeat purchases by personalizing the return visit experience

Key Capabilities:

• Optimizes cross-sells, up-sells, product recommendations and other online merchandising displays in any online channel

• Relevancy model uses more real-time data than other solutions

• Automate and personalized merchandising under your control with customizable rules

What is ATG Recommendations?

Learns and adapts with

every click

On Demand, Automated Product Recommendations:

►►►►


Predicts buying intent

in each sessionDisplays personalized

product recommendations

in any online channel

►►►►

►►►►

Agenda


• What’s ATG

• Web Commerce



• Analyst Proof


Top Analysts Rate Oracle/ATG a Leader

Gartner Magic Quadrant for e-Commerce, Q2 2010

Forrester Wave: B2C eCommercePlatforms, Q4 2010


Top Analysts Rate Oracle/ATG a Leader: Gartner 2011

Gartner Magic Quadrant for e-Commerce, Q4 2011


Internet Retailer Top 500 Stats

Top100

Top200

Top300

Top400

Top500 2008 2010

Online Revenue >$150M >$50M >$25M >$15M >$10M

ATG 12 17 3 9 2 34 43

IBM WebSphere 13 7 6 1 30 27

GSI Commerce 3 7 5 6 9 30 30

41 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.© 2011 Oracle Corporation – Proprietary and Confidential

GSI Commerce 3 7 5 6 9 30 30

Escalate Retail 4 7 5 4 3 19 21

Fry 3 6 6 1 17 16

Microsoft 1 5 3 1 2 11 12

Demandware 1 1 5 1 1 8 9

MarketLive 1 2 2 1 7 6

Intershop 1 2 1

Hybris 1 1 2

iCongo 1 1 1

source: Internet Retailer Top 500 2010

ATG Customer ReferencesSelected Oracle ATG Web Commerce Customers

Selected Oracle Live Help and Recommendations Customers


Selected Customers using Total Solution

Agenda


• What’s ATG

• Web Commerce



• Analyst Proof


ATG Architecture


� Master of sales definition of Product and

Subscription Services

• Product attributes and structure

• Pricing & promotional bundles

• Eligibility, compatibility and other constraints

� Personalized customer facing user

experience

• Recommendation

• Personalization

• Search Merchandising

Siebel ATG

ATG / Siebel Product & Positioning Synergies


• Eligibility, compatibility and other constraints

• Pricing and discount policies

� Master of customer information

� Employee and Partner facing order capture

� Enterprise Order Hub

• Search Merchandising

� Online or Customer facing order capture

� Channel specific UI enrichment, including

Multi-site management

� Dynamic preview, site QA, online

publishing

� Responsible for channel specific

integration such as web analytics, product

ratings/reviews

Phase 1

Siebel / ATG Integration Plan

Support Commerce Core –

Customer Integration

� Customer Mapping and Integration

• Account and Profile

• Contact and User

• Address

Support Commerce Core – Product

and Shopping Cart Integration

� Product Mapping and Integration

• Product Description incl. Translation

• Product Class and Attribute

• Product Structure

Support Commerce Advanced

Integration

� Eligibility and Compatibility

� Dynamic Pricing (Service)

� Check-out – Related entities and services

Phase 2 Phase 3


• Address • Product Structure

• Product Promotions

• Catalog and Category

• Product Line

• Price List

� Shopping Cart Mapping to Siebel Order

� Configurator - Service

� View Assets

� Check-out – Related entities and services

• Partial Shopping Carts

• Updates to Customer Profile for Billing

� Edit Bundled Promotions

� Asset Based Ordering – Modify, Upgrade and Apply

Available now at

http://support.oracle.com

(Search for ATG Siebel Integration)

Siebel CRM ATG

Siebel-ATG Commerce Use CasesKey Touch Points

• Product Specification (description, images…)

• Product Catalog

• Product Class and Attributes

• Price List

• Constraints and UI Definition

• Eligibility and Compatibility

• Promotions (Marketing Offers/Bundles and Loyalty)

• Recommendation

• Discount Policies

• Account and Profile Management

• Offer Presentment

• Browse Catalog and Product Search

• Pricing and Discounts

• Order Validation

De

sig

n-t

ime

• Product Specification (description, images…)• Product Catalog• Product Class and Attributes• Price List

• Account and Profile Management


• Shipping Detail

• Payment Detail

Ru

n-t

ime

• Shopping Cart (Quote/Order)

• Asset Based Ordering and Supplemental Orders

• B2B Commerce: Contract Management &Bulk Orders• Advanced Order Capture

• Order Status

• Click-to-Call/Click-to-Chat• Contact On Demand

• Shopping Cart (Quote/Order)

• Shipping Detail

• Payment Detail

• Order Status

Batch Integration Real-time Integration

oracle sales & marketing summit - e-commerce

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